Elopak provides 1 liter carton pack Diamond Curve for Coca-Cola's Belgium re-launch of its Minute Maid brand; aseptic carton features screw-cap

Kendall Sinclair

OSLO, Sweden , February 21, 2012 (press release) – Brand re-launch in Belgium

The Coca-Cola Company re-launched its Minute Maid brand across Belgium in 2011. The re-launch of Minute Maid included a new visual brand identity, a new integrated marketing campaign, a new taste of the most important flavour “Minute Maid Original” and, last but not least, an improved packaging of the Minute Maid 1L carton packs; the Diamond Curve® carton.

“Minute Maid has been a major juice brand in Belgium for over 40 years. Our main objective was to re-launch the brand with a younger and more natural image and to appeal to a modern market,” explains Seppe Herbots, Brand Manager, Coca-Cola Company. “We listened to consumer feedback and developed a taste that improved on the original formula and then looked to optimize strategy across the whole of the marketing mix, of which packaging is an important part.”

The Diamond Curve® pack was selected following extensive consumer research commissioned by Coca-Cola. “The Elopak carton scored the highest in the research with good ratings for overall liking, convenience, attractiveness and – most importantly – purchase intent,” adds Guido Hangartner, Elopak’s Global Account Manager for Coca-Cola.



First screw-cap adds biggest benefits

Elopak worked with Coca-Cola to install a new production line which enabled the application of a screw-cap. “Packaging is a basic element that you need to get right,” adds Seppe Herbots. “You have to make sure that the consumer can use your product in an efficient, easy and convenient way. For Minute Maid, the carton is core to the brand. We therefore looked to enhance this through a new concept. This was the first screw-cap for the brand and offers the most significant, new consumer benefits.

“Consumers can now reclose the carton which makes it more suitable for storing. This adds more convenience and makes it a better performing package, enhancing our objective for a more modern appeal,” continues Seppe Herbots.

The Breakfast Moment

The re-launch was supported by a marketing campaign which focussed on the ‘breakfast moment’. “This is the main moment in the day when consumers are likely to drink juice. The new-look brand, which includes a re-styled logo combined with the added convenience of the new carton, has given us a strong platform for the campaign going forward into 2012” concludes Seppe Herbots.

First Minute Maid in Pure-Pak®

“This is the first Minute Maid product in Pure-Pak® cartons in Europe. It has provided an excellent platform for global branding strategy which is in-line with consumer demands for great looking products that have a low CO2 footprint and top functionality,” adds Guido Hangartner.

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